Understanding the Home Services Marketing Channel Landscape

As a marketing agency, we’re frequently asked, “What’s the best marketing channel for my home services business?” The reality is that, in marketing, there isn’t a proverbial “silver bullet.” Each channel serves a specific purpose and each service area has its own unique challenges. The key is evaluating the best way to reach potential customers and achieve your business goals.

The Purpose of Marketing Channels

Marketing channels offer different targeting capabilities and intent models. They can be used for brand awareness or lead generation, utilizing specific or broad targeting. The right mix of channels depends on factors such as geographic service area, media coverage, budget, consumer search volume, and other variables. It’s essential to align your channel options with your business goals, select the best way to engage customers, and understand their behavior.

Broad vs. Specific Targeting

Targeting differs based on the channel used. On a spectrum of ‘broad’ to ‘specific,’ broad targeting involves targeting a large geographic area through general demographics. Specific targeting involves targeting a particular user, zip code, or a specific demographic and psychographic group. For instance, OTT (Over-The-Top) advertising uses specific targeting at the zip code level and also considers demographic and psychographic factors.

Brand Awareness Channels

Brand awareness channels reach consumers passively, such as when they’re listening to the radio or browsing social media. A billboard is another example of a brand awareness channel since it targets anyone driving by. There are very few or no restrictions on the psychographics and demographics of the people who see it.

Lead Generation Channels

Lead generation channels are designed to capture consumers actively searching for a contractor. These channels work at a geographic level and use filters to target specific consumers. Local SEO and Google Local Services Ads are examples of such channels. Combining brand awareness and lead generation channels can amplify the results of both campaigns.

Finding the Perfect Mix

Finding the perfect marketing channel mix for your business needs, service area, and budget is crucial for the success of your home services business. Our market-fit analysis helps you align your business goals with your marketing budget, resulting in the best possible outcomes and increased returns on investment. Watch this video to learn more:

Elevate Your Home Services Marketing Strategy with Mediagistic

If you’re looking to elevate your marketing strategy and ensure your business not only meets but exceeds its growth targets, partnering with a trusted marketing agency like Mediagistic is the way forward. As a full-service agency, we take an evidence-based approach, guided by KPIs and measurable outcomes, ensuring that every marketing dollar is effectively utilized.

Our commitment goes beyond service provision; we dive deep into understanding your industry, your business, and your unique challenges. With Mediagistic’s advanced reporting solutions, you gain clear insights into your ad spend, lead generation, and revenue outcomes. Get in touch today to learn more about our Revenue Analytics reporting solution and let’s get started transforming your marketing efforts into a cohesive, strategic force poised for success.

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Luke Steinkopf is Mediagistic’s Director of Sales. He works with local home services businesses across the country and provides solutions to help them achieve their growth goals. Connect with him on Linkedin.

Featured image via iStock